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Ratings: ‘POOR UNFORTUNATE SOUL’ – INITIAL RATINGS – Once Upon A Time earned a 1.8 (and 5.69 million viewers), staying steady from last week’s 1.8 adults 18-49 rating, only slightly down from last week’s 5.89 million viewers.
Even though the key demo stayed steady at 1.8 (which is still low compared to 4a), it’s actually not a good thing that overall viewership is falling. That means the General Audience (those older and younger than the key demo) are tuning out. And when the GA isn’t happy, it’s never “good news.”
True, but advertisers do not care about those outside the 18-49 demo. Those are the numbers the networks use to sell ad time, and those are the only numbers advertisers in turn care about. If they did, those CBS shows on Sundays with high total viewers, but low 18-49 demos would be considered hits. CBS happens to attract a lot of folks older than 49, but at the end of the day they are not who advertisers cater towards. That’s simple ratings 101. It’s harsh that people outside the 18-49 demo do not really matter, but that’s the way the network TV biz works. Not that I’m defending how far Once has dipped, but as someone who has learned to understand how ratings work, I can’t ignore basic ratings facts.
[adrotate group="5"]Basically I called it that we would either stay steady or drop just a hair. Not surprised by these numbers. I think we’ll actually go up a bit next week.
"He was a lot of things to me" "The only conclusion was love"One thing I’ve been meaning to mention….it’s interesting that our Live+Same Day/Next Day (people who DVR and watch either after 8pm or the next day) aren’t increasing like they used to. It used to be that the demo almost *always* went up at least .1 the next day, but it hasn’t been happening regularly this season. But our Live+3 or Live+7 number are always higher.
What does this mean? Well, it means that if people choose not to watch LIVE, they also aren’t in a hurry to watch the episode. They will wait two days or even longer to catch the newest episode. Is this good news or bad news? Well mostly it’s eye-brow raising. The further you get from Live or Live +SD, the less the ad buyers care. If you’re fast forwarding through their ads, then their product isn’t reaching you like they wanted.
So while it’s great that people do eventually watch the newest episode a few days after the fact (if only for ABC’s ego and final number gathering), for the people who pay for the show, they begin to matter less and less.
Something to keep in mind as we keep moving and getting new numbers
"He was a lot of things to me" "The only conclusion was love"I’ve heard the Live+3 ratings are looked at by advertisers, while Live+7 ratings are largely ignored. Network PRs spin that the Live+7 are what’s important, because obviously those larger numbers are more appealing to look at. Advertisers still aren’t that interested, though. Another thing about the Live+3 and Live+7 ratings is that all shows increase, which might make the DVR gain for a particular show look not as impressive. I should note that Nielsen boxes can tell when Nielsen households fast forward while watching via DVR, so if they were wise and cared about the fate of their shows, they would watch the commercials during DVR playback. I don’t think the ones who skip commercials are even included in the Live+3/Live+7 ratings for that reason.
I’ve heard the Live+3 ratings are looked at by advertisers,
Looked at, yes. Cared about as much, not so much–at least as much as Live or Live+SD. There is still a chance in Live+3 that people will not fast forward though commercials
Also, keep this in mind. They might look at the Live+3 and not like what they see, i.e: they will see that more and more people are watching after the fact (even up to 7 days after) and not live which is a turn off for ad buyers.
I should note that Nielsen boxes can tell when Nielsen households fast forward while watching via DVR, so if they were wise and cared about the fate of their shows, they would watch the commercials during DVR playback. I don’t think the ones who skip commercials are even included in the Live+3/Live+7 ratings for that reason.
You think they are weeded out? Do you have something to confirm that, cause that’s not something I’ve ever heard. (not doubting, just curious)
"He was a lot of things to me" "The only conclusion was love"Final Sunday ratings are in. For the first time in a while, we adjusted up a tenth. Final ratings for 415 are now at a 1.9 demo rating and 5.79 total viewers. It is now tied with the 9pm episode of Last Man on Earth for highest rated scripted show of the night.
You think they are weeded out? Do you have something to confirm that, cause that’s not something I’ve ever heard. (not doubting, just curious)
Actually, I’m somewhat wrong. Both are accounted for, but they have separate categories for commercial ratings:
C+3 day commercial ratings: They determine how much the networks get paid for their advertising in most cases (while C+7 day commercial ratings are beginning to be used they vary little from the C+3 ratings). They measure Live and DVR viewing of the average commercial minute during a show within 3 days of airdate. They are rarely available in public.
Live+Same Day program ratings: They are the ratings you see reported almost everywhere on a daily and weekly basis. They measure the Live and DVR viewing until 3am after the airdate of the average minute, program and commercials, during an entire show.
Live + 7 day program ratings: They measure the Live and DVR viewing within 7 days of airdate of the average minute, program and commercials, during an entire show. They are reported in media articles specifically about DVR viewing, and of course, network PR.They are available 2-3 weeks after the original airdate.So the C+3 day commercial ratings are what determine how much the networks get paid, but those are rarely reported. C+7 day commercial ratings are looked at, but they aren’t that different from the C+3 day ratings to make a real difference.
True, but advertisers do not care about those outside the 18-49 demo. Those are the numbers the networks use to sell ad time, and those are the only numbers advertisers in turn care about. If they did, those CBS shows on Sundays with high total viewers, but low 18-49 demos would be considered hits. CBS happens to attract a lot of folks older than 49, but at the end of the day they are not who advertisers cater towards. That’s simple ratings 101. It’s harsh that people outside the 18-49 demo do not really matter, but that’s the way the network TV biz works. Not that I’m defending how far Once has dipped, but as someone who has learned to understand how ratings work, I can’t ignore basic ratings facts.
PEOPLE OLDER THAN 49 are usually settled and NOT SWAYED by advertisement or do not need what the advertisers are selling. That is why the 18-49 demo was established … these are the people who spend $$$ on what is advertised.
You think they are weeded out? Do you have something to confirm that, cause that’s not something I’ve ever heard. (not doubting, just curious)
Actually, I’m somewhat wrong. Both are accounted for, but they have separate categories for commercial ratings:
C+3 day commercial ratings: They determine how much the networks get paid for their advertising in most cases (while C+7 day commercial ratings are beginning to be used they vary little from the C+3 ratings). They measure Live and DVR viewing of the average commercial minute during a show within 3 days of airdate. They are rarely available in public. Live+Same Day program ratings: They are the ratings you see reported almost everywhere on a daily and weekly basis. They measure the Live and DVR viewing until 3am after the airdate of the average minute, program and commercials, during an entire show. Live + 7 day program ratings: They measure the Live and DVR viewing within 7 days of airdate of the average minute, program and commercials, during an entire show. They are reported in media articles specifically about DVR viewing, and of course, network PR.They are available 2-3 weeks after the original airdate.
Source: http://tvbythenumbers.zap2it.com/2014/10/12/network-pr-jedi-mind-tricks-live7-day-dvr-ratings-and-your-favorite-shows-future/313300/ So the C+3 day commercial ratings are what determine how much the networks get paid, but those are rarely reported. C+7 day commercial ratings are looked at, but they aren’t that different from the C+3 day ratings to make a real difference.
Ta! *tips hat* Thanks for that.
"He was a lot of things to me" "The only conclusion was love"
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